Over the last few years, small group training (SGT) has been featured as one of the biggest trends in our industry. According to IHRSA in 2017, more than twice as many people have tried small group training compared to personal training.
Forward-thinking clubs understand the value of SGT. They are deliberately incorporating this offering as a standalone department — this way, they can capitalize on the massive financial (and unprecedented retention) potential SGT can provide.
SGT has proven to be the single biggest opportunity for most fitness facilities to increase their non-membership dues, increase retention and significantly grow their bottom line.
Unfortunately, we can no longer offer sporadic, equipment-based classes (or trainer-based classes) that are placed on schedules and delivered by different instructors with different timeframes throughout the year.
Members are seeking real value, real connections and real measurable results. They are seeking a sense of belonging. They simply don’t want to just be an anonymous face in the crowd. Because of this, they are prepared to pay a premium.
If you are considering SGT as an area of your club’s overall business strategy, there are some key points to consider. If this is something you have tried in the past and aren’t getting the desired results from, you may consider outsourcing for a fraction of the cost.
Otherwise, you can apply the strategies below:
By constantly focusing on leadership (the department head), collaboration between departments (marketing, sales, member onboarding, fitness manager), and accountability on all deliverables, you have a formula for success. Once this is achieved, clubs can make this the fastest growing and most profitable department in 2019.